Here are the three Grand Prix winners at this year's Cyber Lions, over at Cannes.
First, the award for the website & interactive campaigns category, went to...
CumminsNitro for "Best Job in the World"!!!
It's only the first time ever that one piece of work wins THREE different Grand Prix awards at Cannes. The same work won at the PR and Direct Lions! (Previously, only Ogilvy's Dove "Evolution" video had won two Grand Prix at Film and Cyber Lions in 2007)
Like I said when "The Best Job in the World" won the other two Grand Prix, I believe that it was definitely the most successful viral campaign ever staged, causing the mainstream media of almost every country in the world to talk about it for free. Such an amazing and SIMPLE idea, everyone of us would wish they had thought first!
Then, the award for the online advertising/innovative ideas category went to...
AKQA for Fiat's "Eco Drive" application.
Now, allow me to disagree with this decision, dear jury. Although very nicely presented, I don't think this application changed so much the perception for potential buyers and secondly, it's too much of a clone of the "Nike+" application and site. So, no much originality there. A great application, none the less.
I think however, that the "Whooper Sacrifice" Facebook application, by Crispin Porter + Bogusky, was far more revolutionary and advertised the product in a more powerful and original way.
Finally, we have the award for the viral category, which went to...
42 Entertainment for it's "Why so serious?" Alternative Reality Game, for the promotion of "The Dark Knight" Batman movie.
What can I say? I had seen this case at MIPTV 2009 at Cannes, presented by 42 Entertainment, and these guys are so much into these things, working on each campaign for years, not just months. This was big, inspiring and they clearly deserved it. If only to show people that it doesn't just take one single video on YouTube to do a full blown viral "campaign".
Well, that's it for the Cyber Lions 2009 then. The list of all the entries should be up soon, over at http://www.canneslions.com, for us to see and learn valuable lessons and get inspired from some of the world's best digital work.
Cannes this year I hear was all about being digital. It's not a question anymore. It's a given fact. Everything's digital. Every major campaign out there, has digital in its center, and all other channels are there to promote it.
A trend that soon, will start happening in Greece with some projects, if I can help it! :-)
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